Realizing the need for creating content for business website, many B2B firms are jumping onto the content marketing bandwagon. However, despite this, most are failing to drive their business growth and secure good investment returns on content developed on their website. The most basic mistake that such business website owners commit is that they do not follow an organized content strategy plan that is devised especially for their business needs. As a result, their content fails to attract viewers and a haphazard plan just won’t work to sustain the business website. A strong content framework is required to drive meaningful business results.
Conceptualize, design and scale your content marketing efforts to be in conformity with the core components of your business, to help it move in the right direction. Hence, it is necessary that you first become familiar with focus points of your b2b website in order to get started with developing a content strategy.
1. Know your target audience – Before you build your content plan for your website, it is best to assess the type of web user and viewer to which your website is particularly targeted. Stay focused on just one or a few sections of the web users profile or customer’s profile, at a time, rather than putting all your efforts to market your website to everyone at once. Focusing your content plan on just your targeted audience would help you map their movements and push the needle in the direction that would help attract and retain customers.
Create content to resonate with your target buyer – The key to successful content strategy is to map the journey your customers would take to make purchasing decisions. A B2B marketer needs to identify the stages of the buyer journey, analyze them by creating buyer personas. Reach out to your audience directly through surveys or interviews to get a better and deep contextual understanding about the path they would take to make a purchase.
Center content strategy on clear conversion goals – After understanding your target buyers and their steps they are most likely to take along buyer journey, figure out the desired actions you wish them to take in order to help achieve your goal of leading them towards the sale of your products and services and converting them into paying customers. Create a content strategy around a set of smaller conversion goals that are most apt for the stage of buyer journey you are aiming to tap. Smaller goals will also help you track your performance of content strategy along the way.
It’s always a high investment return strategy for B2B companies to invest in an integrated content marketing program. Delivering content through desired mediums of the target audience, producing enough content to meet the buyer’s appetite and optimizing and refining the content plan, as per the needs and latest trends, can make a business successful in winning customers and earning real business value.
